Hem pop-up shop, by I-AM


German lighting brand Hem has launched a pop-up store in Covent Garden, London.

The interiors have been designed by consultancy I-AM, which was briefed with “breathing more life into the brand” and “increasing interactivity”.

The shop is based on Hem’s flagship store in Berlin, Germany.

Paul Tynan, 3D creative director at I-AM, says: “The look and feel of Hem’s Berlin flagship is minimalist, reminiscent of a gallery with cleverly-displayed products. I-AM’s remit was to develop this aesthetic for London, while also creating an environment that encouraged product interaction and a store journey.”

He says that the consultancy did this by creating “focal points” on products from the Hem range, such as the new Alphabeta lamp shade.

“The result is a space where customers can get involved, create their own product combinations and be inspired by the colourful Hem offering,” he says.hem10